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News would be like "The Godfather" without Marlon Brando or a Raymond Chandler novel without Philip Marlowe, a news agency editorial said on Tuesday after a Facebook campaign called for a day-long media boycott of Borisov.

The Facebook group called on local media to abstain for a day from reporting the deeds of Borisov, who -- according to the latest joke -- cut his own umbilical cord at birth and declared himself officially open.

The busy agenda of the former fire-fighter and Sofia mayor includes cutting ribbons for kindergartens, petrol stations and golf courses, but his popularity has faded due to economic woes and the failure to carry out promised reforms.

The creators of the Facebook group expected the initiative for "A Day without Boiko Borisov" on July 5, exactly two years after his party swept to power, would fail but said their aim was to raise public awareness.

"We do not deny the achievements of the current government in many fields but the saturation of the media space with one political figure creates a sense of autocracy," the group's message reads.

Local news agency BGNES and respected online media firm Mediapool announced they would back the group which now has more than 31,000 members. Other media outlets continued to report on Borisov, however.